At the beginning of the pandemic, two types of businesses were hit particularly hard: small businesses and small music venues. As live events begin to make a steady comeback this summer, American Express is teaming up with SiriusXM to boost small venues and the businesses around them.
According to American Express, two-thirds of small business owners agree that they see an increase in customers when a live experience is happening nearby. Similarly, 85% of small business owners believe the return of live events will benefit their bottom line. Thus, American Express will be the presenting sponsor of SiriusXM’s “Small Stage Stage Series” in five markets this summer.
“So we found it essential to create a program that continues to support the local businesses we love to help keep our communities vibrant,” said Marianne Rausch, vice president, Small Business Saturday & Shop Small, American Express.
The events will be paired with marketing efforts promoting the small businesses around the venues, Rausch said. For instance, the brand will run geo-specific QR codes on digital out-of-home advertising touting the local businesses.
“We designed the creative with eye-catching GIFs meant to stop people in their tracks,” Rausch said. “Each one highlights summer-relevant small business categories such as bookstores, restaurants and nail salons that will appeal to consumers looking for opportunities and ways to enjoy the season.
“Knowing how imperative consumer support is to local businesses and the tremendous growth and adoption of QR codes since the pandemic, we thought embedding QR codes driving to lists of local businesses on the Shop Small map was a fun way for consumers – whether they live in the neighborhood or are visiting – to Shop Small, and maybe discover a new favorite store,” Rausch added.
To support the effort, American Express is also providing ready-to-use marketing tools and educational resources for small businesses through its “Shop Small Resource Hub.” Using the online resource, small businesses can create their own custom signs and social posts and upload their businesses to the company’s Shop Small Map to take advantage of the geo-targeting, Rausch said.
Supporting small businesses has been a cornerstone of American Express’s marketing since 2010, when the company created Small Business Saturday in the wake of the 2008 global financial crisis. Since then, the company’s marketing around supporting small businesses has grown into a year-round initiative.
“Throughout the year we’ll continue to roll out campaigns to raise awareness on the importance of shopping small during crucial moments for small business owners like the holidays, summer and winter,” Rausch said.
The concert series kicks off on Thursday, July 28, in New York City at a show featuring Maneskin. Other venues and artists have yet to be announced.
